Energy drink brand Reign Total Body Fuel launched a new multi-market campaign in late January called #ReadyToReign which featured a strong line-up of its athlete ambassadors.
The phased content series campaign was amplified via paid social media, influencer marketing and through other PR channels.
The campaign was spearheaded by a hero film which dropped on 18 January and featured a trio of brand’s sports endorsers and which was supported by a set of follow-up documentary-style films telling the individuals’ real-life stories about overcoming adversity.
The ambassadors featured include Tom Stoltman (World’s Strongest Man in 2021), Kai Greene (professional bodybuilder) and Cris Cyborg (champion mixed martial artist), as well as CrossFit champion Emma Mcquaid, boxer Thor Bjornsson and fitness influencers Vikika Costa and Guusje Van Geel.
Stoltman’s film explores his autism diagnosis, how the gym “saved his life” and how reaching out to a sports psychologist proved to be the final piece of the puzzle in his quest to become the strongest man in the world.
The second spot showcases Greene’s journey to the top of the bodybuilding world after he was raised in an orphanage and foster care in the projects in Brooklyn, New York.
While Cyborg’s docu-film reflects on the incredible strength of character that pushed her to mixed martial arts greatness after moving from her native Brazil to the USA driven by a dream of making a name for herself in a male-dominated sport.
“#ReadyToReign is a campaign that features incredible people, achieving incredible things and sharing incredible stories. We want to inspire others to push themselves, dream big and fuel their grit and determination along the way,” explained Reign Total Body Fuel VP of Brands Ben Ashlin.
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